Purpose: Used to plan, organize, and formalize marketing activities in a strategic manner.

Key Attributes: Extensive research on market opportunity, sizing, growth and trends. Includes detailed customer segmentation and analysis, as well as supporting marketing strategies, key value propositions, branding, positioning, advertising, PR, and other activities to reach customers in a capital efficient manner. Features toolkits such as Marketing Mix (product, price, place, & promotion), SWOT analysis, and customer & market validation programs. May be supported by a financial model and PowerPoint presentation.

The resulting (strategic) document is used to guide (tactical) implementation; it serves to keep the team focused on the most effective and efficient marketing, branding, and customer adoption activities.

Who Needs It:

» Startups preparing for launch, or startups moving beyond beta sales and now seeking to grow rapidly.
» Established companies looking to ramp marketing and sales efforts to boost revenue
» Established companies with marketing-focused business models (e.g., distributors and resellers).

What It Does:

» Provides deep insight into customer "pain," needs and desires
» Focuses the company on the most appropriate and attractive target markets
» Lays out an efficient game-plan for reaching customers in a cost-effective manner.

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